Brands are still working on making stores third spaces. From after-hours craft workshops to customization-specific locations and bars, tons of brands are rethinking the purpose of their store to get consumers in the door. There’s been lots of news that Gen Z is hanging out at the mall again, but some stores are now positioning themselves as a place to meet new people and create special memories, too. Kendra Scott opened a Nashville location with cowboy hat customization and a bar in the back, while PetSmart has started offering birthday and “Gotcha Day” parties without even advertising them on socials. Somewhat oppositely, Sephora piloted morning quiet hours—like Walmart—that let consumers have a calmer shopping experience with no social pressure. Other brands and retail spaces are simply offering themselves up as hosts for clubs and hobby groups, though Filipino grocery chain Seafood City actually hosts their own in-store parties in a few cities. (Ad Age)
👀 Read more from YPulse: Where is Gen Z Finding Community Today?
